This paper presents a study aimed at analysing the users’ models of evaluating the Public-Relations Department (URP) settled in a Southern Italian City National Health Service (ASL). The research is grounded on a socio-constructivist and psychodynamic approach which acknowledges the social and situated nature of perceptions, opinions and attitudes expressed towards a public service, and, at the same time, their being expression of affective symbolic processes. A questionnaire constructed with ISO methodology was administered to 205 users. A Multiple Correspondence Analysis aimed to detected the factorial dimensions was applied on the data. Results highlight how user’s evaluation of the URP and of the ASL is organized by two main symbolic dimensions: the first concerns the service evaluation, depicting a dialectic between positive and critical aspects of the services. The second one concerns the model of relationship with the URP, depicted in terms of opposition between a trust and distrust one on the possibility of taking advantage from the service.
Keywords: Public-Relations Department, National Health Service, Users’ models of evaluating, symbolic dimensions, ISO Methodology